News / Graphic Design

The Netherlands’ royal crest changes gender for national women’s football team kit by Nike

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat8

Nike has revealed the new Netherlands Women’s National Team kit will feature a lioness instead of lion, changing the royal crest for the first time in 46 years. Part of a project by Wieden+Kennedy Amsterdam together with the Royal Dutch Football Association (KNVB), the change represents the team’s nickname as the Oranje Leeuwinnen (Orange Lionesses).

W+K hopes this will help drive women’s sports participation: “This is an idea that is so much bigger than just a campaign or logo update,” says Hannah Smit, art director at W+K Amsterdam. “It’s an idea that will endure and a strong statement that will help to continue to accelerate the growing momentum around women’s football. It’s a message that gives female players something of their own to rally behind.”

Nike says the transformation aims to inspire a new generation of players to “wear what you are”.

The crest will debut at the UEFA Women’s Euro 2017 tournament’s opening game, the Netherlands vs Norway, on 16 July. An online film They Call Us Leeuwinnen explains the rationale behind the crest’s transformation.

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat1

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat6

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat3

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat4

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat5

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat7

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit

Nike_wieden_kennedy_knvb_netherlands_womens_football_team_lioness_crest_graphic_design_itsnicethat2

Wieden+Kennedy Amsterdam / Nike / KNVB: Netherlands Women’s National Team kit